AMP (full name: Accelerated Mobile Pages – Accelerated Mobile Pages) is an open source initiative whose main goal is to improve the experience of those users interacting with a website using mobile devices.
The main focus of the technology is to reduce page load times as much as possible, while maintaining full functionality and a modern design. AMP-compliant websites are achieved by modifying the source code accordingly. The results of correctly implemented technology include an increase in traffic and a significant reduction in the rejection rate.
Information on whether a website has been created using AMP can be found on the search engine results page – accelerated websites are marked with a lightning bolt symbol, which is placed just below their title.